How to perfect your CX strategy?
Companies that have been successful with transforming their customer experience (CX) see 5x revenue growth over laggards, according to Forrester.
In the automotive industry, a one-point improvement of CX can lead to?over US$1 billion in additional revenue.
The benefits of a good CX are clear. But how can you perfect your CX strategy?
Here's a few points to get started.
To establish a truly meaningful connection with your customers and create solutions they want, alongside processes that meet their needs, putting yourself in their place is essential.
Sometimes you just have to look past all the data and talk directly with the people that use your products and services. For diverse groups that are hard to speak with one-on-one,?crowdtesting?is an effective replacement to discover unbiased views.
Today’s customers care about the ethical nature of the company they’re dealing with. They expect that you’re ‘doing the right thing’ for the environment, workers, and society in general. And with the number of ways they can research what you do, trying to cover up or ignore something negative will erode trust.
Understanding your diverse customers’ needs, behaviors, and decision-making processes can be done by carefully mapping their journey every time they interact with your business. Powered by real-world insights and feedback from their experiences at each touchpoint, you’ll have the data you need to supply a great journey.
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But always keep the bigger picture in mind. Remember the story about the elephant? You need to understand what the customer is trying to do – and see how touchpoints create an impact. Are they emotionally positive or negative? Each point is part of the journey! Again, consider customer journey testing for unbiased input.
Your messaging must be as personalized as possible. In addition to mobile marketing and location-based services to gather insights for personalization, consider next-generation technology, including AI-driven CX personalization, big data analytics, and even digital experience platforms! If something can truly help you personalize experiences, it’s worth a try.
Give everyone the autonomy (within reason) to help your customers without always needing management approval. All things should lead to building a solid customer-centric culture.
Your customers likely want to connect with your brand in multiple ways. We’re well past the days of only connecting via our home or work computer. With an omnichannel approach, you can connect multiple online and offline platforms to seriously focus on and prioritize the customer experience.
Great CX needs data that can be studied, measured, and reported on. But with technology changing so fast, it’s best to invest in solutions that can tick every box today, and be agile enough to tick them tomorrow.
Learn more about customer experience management today (also available in German, French, and Italian).